Introduction

 Web Analytics is the methodological study

of online/offline patterns and trends.
 Collect, measure, report, analyze and generate data driven report

of the website data to measure visitors’ flow.

 Analyze the performance of a website
and optimize its web usage in order to provide
better user experience.
 Track key metrics and analyze visitors’ activity and traffic flow.

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 Web Analytics Process
 Web Analytics is an ongoing process that helps in attracting

more traffic to a site and thereby, increasing the Return on

Investment. ( KPI KEY PERFORMANCE INDICATORS )

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 Importance of Web Analytics

 Assess web content problems so that they can be rectified.

 Have a clear perspective of website trends.

 Monitor web traffic and user flow.

 Demonstrate goals acquisition.

 Figure out potential keywords.

 Identify segments for improvement.

 Find out referring sources.

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 Google
GoogleAnalytics
Analytics is a free analytic tool that provides a detailed
statistics of the web traffic. It is used by more than 60% of
website owners.

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 Contd..

It basically generates reports on

−
Audience Analysis

Acquisition Analysis

Behavior Analysis

Conversion Analysis

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 Audience Analysis
 It provides an overview of the audience who visit the site along

with their session history, page-views, bounce rate, etc.

 Also can trace the new as well as the returning users along with

their geographical locations.

 The age and gender of the audience.

 The affinity reach and market segmentation

 New and returning visitors, their frequency, and engagement.

 Browsers, Operating systems, and network of your audience.

 Bench marking allows to compare the

individual metrics with other related industries.

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 Acquisition Analysis
 Helps to find out the sources from where your web
traffic originates.
 Capture traffic from all channels, particular source/medium, and

from referrals.
 Trace traffic from AdWords (paid search).

 Trace traffic from search engines.

 Track social media traffic and its impact.

 View of hub activity, bookmarking sites follow-up, etc.

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 Behavior
Analysis
 Four segments:

 Site Content:

 It shows how many pages were viewed.

 The detailed interaction of data across all pages or in segments like.

 Content drill-down is breaking up of data into sub folders.

 Landing page is the page where the user lands, and

 Exit page is where the user exits from the user site.

 Site Speed:

 The analyst can capture page load time, execution speed, and performance

data. Considering the kind of web browser which can quickly parse
through the page.
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 Contd..
 Site Search:

It tells that how the users search across the site, what they

normally look for, and how they arrive at a particular landing page.
 Events:

 Events are visitors’ actions with content, which can be traced

independently. Example − downloads, sign up, log-in, etc.

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 Conversion Analysis
 Conversion is a goal completion or a transaction by a user on

the website. For example, download, checkout, buy, etc.

 To track conversions in analytics, the analyst need to define a

goal and set a URL that is traceable.

 Goals − Metrics that measure a
profitable activity that you want the user to
complete.
 Ecommerce − Track the product
performance, sale performance, transactions, and purchase
10 time.
 Contd..
 Multi-channel funnels (MCF):

It reports the source of conversion; what roles the website

plays, referrals’ role in that conversion.

 For example, a user searched for a query on Google search

page, he visited the website, but did not convert. Later on, he

directly typed your website name and made a purchase. All

these activities can be traced on MCF.

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 Contd..
 Attribution: Decide what platforms or strategy or module is the

best for the user business.

 Suppose a person visited your website through AdWords ad and

made no purchase. A month later, he visits via a social platform

and again does not buy. Third time, the customer visited directly

and converted. Here, the last interaction model will credit direct

for the conversion, whereas first interaction model will assign

credit to paid medium.

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 Web Analytics - Crazy Egg
 It’s a online analytics application that provides eye-tracking tools.

 It generates heatmaps based on where people clicked on the website. Thus,

it gives an idea on where to focus. It filters data on top 15 referrers, search

terms, operating systems, etc. The analyst can review the reports in the
dashboard within the member’s area of the Crazy Egg site.

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 Contd..
 Heatmaps − It gives a defined picture of where visitors who clicked on the

page. Where to make changes so as to improve conversions.

 Scroll maps − It gives insights of what length of people scroll down on

your page. With Crazy Egg, you can ensure where people leave your page
and where to hold them exactly and where to add more to hold them for
longer.
 Overlay Tool − It gives overlay report of the number of clicks occurring

on the website.
 Confetti − Confetti distinguishes clicks for you segmented by referral

sources, search terms, etc.

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 Web Analytics - Key Metrics
 Pageviews : (Number of views of a page)

 Multiple page views are possible in a single session. If page

views is
improved, it will directly influence AdSense revenue.
 Bounce rate - Bounce rate reflects the percentage of visitors returning
back
only after visiting one page of your website.
 Pages per session − The number of pages surfed in a single session.

 Demographic info − Demographic data shows Age and Gender. By using

this, the analyst can find the percentage of Male/Female visitors.

 Devices − It tells that how many browsers come from desktop/tablets,
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etc. If mobile traffic is high, then you need to make your website responsive.
 Traffic sources

 Organic traffic is the traffic coming through all

search engines (Google, Yahoo, Bing....)

 Social traffic is the traffic coming through all

social media platforms (like − Facebook, Twitter,

Google+, ...)
 Referral traffic is the traffic coming through

where your website is linked.

 Direct traffic is the traffic coming directly to
your website. For example, typing the URL of
your website, clicking on the link of your website
given in emails, etc.

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 Website Content
 Landing pages:

 Landing pages are the pages where the visitors land first (normally, home

pages of the websites are the landing pages). With the help of this metrics,
the analyst can find the top pages of the website. Using this metrics, the
analyst can easily analyze how many pages are getting 50% or more
traffic of the website.
 Site speed − Site speed is the metrics used for checking page timing

(average page load time). Using this metrics, you can find which page is
taking more time to load, how many pages have high load time, etc.

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 Search Engine Statistics
 If the search engine traffic of a website has improved, then

it means the website search ranking for the main keywords

has improved.

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Web Analytics - Segmentation
 Segmentation is the process that segregates the data to find the

actionable items. For example, you can categorize your entire

website traffic data as one segment for a “Country,” and one
for a specific City. Data segmentation is very useful to analyze
website traffic.

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Analysis using Segmentation
Month Jan Feb Mar April May June July Aug Sep

Organic 40K 42K 40K 43K 45K 47K 57K 54K 60K

Referra 5K 4K 5K 4K 6K 5K 4K 3K 4K
ls
Social 1K 1K 2K 4K 2K 3K 5K 5K 4K

Analysis:
•From the above table, the organic traffic is growing (improved 20k in 9
months). Referrals traffic is going down. Social traffic has also improved (1k to
4k).
Actionable:
•Add new pages according to organic traffic sender pages.
•Focus on the social media platform that is sending the highest traffic.
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Metrics for Every Dashboard
 Search Engine Optimization (SEO) − Organic traffic, Website total traffic,

Keyword used in Organic, Top landing pages, etc.

 Content − In content dashboard, monitor traffic for blog section, Conversion

by blog post, and Top landing page by exit.

 Website Performance Dashboard − Avg. page load time, Mobile page load

time, Page load time by browser, and Website server response time.
 Ecommerce Dashboard − In ecommerce total traffic, Landing by products,

and Total sale by products.

 Social Media Dashboard − In social media traffic by social media channel,

Sale by social media, most socially shared content.

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 Mobile
Analytics
 Mobile apps have proved easy to access and engaging. Webmasters and
online

business makers need to take support of mobile apps to make their way perfect and

earn revenue.

 How many people are using your app.

 How to optimize user experience.
 How to prioritize.
 What operating system to focus on
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 How to visualize navigation path,
Web Analytics - Terminology
 Benchmarking − A service that gives a view of how your website
is

performing in contrast to others.

 Bounce Rate − Number of times a user quits without

exploring your webpages.

 Click − An action of clicking on your webpages.

 Conversion − Conversiontakesplace when a goal is

completed, e.g.,

purchase, registration, downloads, etc.

 Direct Traffic − Traffic coming directly on your website by clicking on your

23 website’s link or typing the URL of your website in the address bar.
Web Analytics - Terminology
 Filter − A guideline that exclude/include specific data from reports.

 Funnels − Steps visitors take to finally complete a goal.

 Goal − A metric that defines the success rate, e.g., sale or sign-up.

 Goal Conversion Rate − Percentage of visits on every goal achieved.

 Impression − The display of your website on the Internet.

 Keywords − Search queries that visitors use to find your website.

 Landing Page − The first page from where a visitor enters your website.

 New Visitor − The visitor who is coming to your website for the first
time.

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 Contd..
 Organic Traffic − Traffic for which you need not pay. It comes naturally, e.g.,

traffic from search engines.

 Paid Traffic − Traffic for which you need to pay, e.g., Google AdWords.

 Page View − Number of times a page is viewed.

 Returning Visitor − The visitors who have already visited your page earlier.

Returning visitors are an asset for any website.

 Time on Site − The average time a visitor spends accessing your site in a time.

 Tracking Code − A small snippet of code inserted into the body of HTML

page. This code captures the information about visits to a page.

 Traffic − Flow of visitors to your website.

 Traffic Sources − The source from where traffic originates.

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 Emerging Analytics
Social Analytics

Growth in number of followers in social

medias.
Message Amplification

Conversion Rate.

Mobile Analytics

Mobile data Collection

Analyzing mobile customer experiences.

Mobile Reporting and analysis.

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 Contd..
Video Analytics
 Hypothetical Video Event Tracking Model
Video Start:When the user starts playing the
video.
Video Pause:When the user pauses the
video.
Video Resume:When the user resumes the
video after a pause.
Video Stop:When the user stops the video.
Video Complete:When the user watches the
video to the end.
Seek:When the user skips forward or
backward in the video.
Full Screen:When the user switches to full-
27 screen mode.